Online is turning the beauty market inside out.
Online Beauty Interest Communities Now Dictate the Agenda
New groups displace advertisers and marketeers to shape a new agenda.
Beauty buyers, suspicious of paid endorsements, put their trust
in communities' product recommendations.
Online groups are becoming people's first port of call about hair and skincare problems.
A new and distinctive voice is making itself heard in the loud and
busy world of beauty product recommendations. The online beauty community
is now influencing buyer behaviour and setting the agenda
global powerhouses of the beauty industry.
Online beauty platforms will soon outrank
other media (such as magazines and TV) as the main source
for beauty product information. The newness of these
communities belies the scope of their discourse and their
impact on beauty. They are revolutionising beauty marketing
and retailing ecosystems.
Users trust these groups' opinions and recommendations because they
are based on the real life experiences of real people. Contributors are
ordinary (that is, "real”) people whose motivations are mutual
assistance. This trust explains why they have become people's first port of
call about hair and skincare problems and solutions. These communities
have done what is blindingly simple. They moved the
'face to face' and the 'word of mouth'
– the key to successfully selling beauty – online.
Communities of interest have effectively filled a void for
credible product information and evaluation. Companies failed to realise that
buyers were overwhelmed by the volume
of marketing and advertising yet
underwhelmed by its value.
Consumers get suspicious
at the mere whiff of a paid endorsement but can believe real life
experiences, in other words user generated content. Online communities, not mediated
by marketing, are contributing to the decline of advertising, which
is losing influence and relevance as regards people's purchasing decisions.
Online communities excel at delivering information. They use every
medium such as text, audio, video and photographs at
their disposal. Consumers get data and intelligence
which no other media (for example print or broadcast)
come near to providing. Communities of interest have become
of knowledge for today's beauty buyers.
The mobile screen boosted the reach
of these groups by making them
accessible to anybody with a smart phone or tablet.
These communities are now in a virtuous circle of growth and
expansion. The community/audience gets larger and exerts more
influence. As a result, the once dominant gatekeepers of information,
which have lost buyers' trust
and market power,
are being displaced.
Digital beauty consumer behaviour fully
explained in our Digital Beauty
. Contact for details